Tips for a Winning Video Marketing Strategy
By Julie Graham / August 23, 2016

One of the greatest challenges for content marketers is producing engaging and quality content. While savvy marketers definitely aren’t lacking in the technology department, they do have to jump through hoops to command and keep the attention of their audience.  Marketers only get around 8.25 seconds of an individual’s attention – that’s the average human’s attention span.

Using rich media like video is one of the best ways to captivate an audience, but also to help content stand out, simplify difficult-to-understand topics and encourage social sharing. Let’s take a peek into how video is changing the content landscape and what the current biggest opportunities are for video marketing.

7 Crazy Awesome Benefits of Using Video

As we approach 2017, video is still going to remain a critical driving force of effective communication strategies for brands. Just check out these stats:

  • Including video in an email leads to a whopping 200-300% increase in CTR
  • Including a video on your homepage can increase conversion rates by 20% or more
  • Animated explainer videos increase conversion rates by 20%
  • An introductory email that includes a video receives an increase click-through rate by 96%
  • 90% of users say that seeing a video about a product is helpful in the purchase decision process
  • Including video on a landing page can increase conversion by 80%
  • 9% of marketing professionals name video as the type of content with the best ROI

Turbo Boosting Emails with Video

Most marketers agree that email marketing is one of the greatest ways to engage with an audience. However, many are still wary of using video in email for various reasons like email client support challenges. Nonetheless, some of the highest ROI has been a result of using video with or without playback in emails. When used as contextual content, video is supported by most major email clients, but there are other ways to include videos in email without playback. According to Socialmouths, 52% of marketers include an image in the email with a play button overlay and link to the video landing page. While 27% of marketers use an animated GIF to link to the video and only 23% of marketers embed a video player in the email using HTML5. However, only two thirds of email clients support HTML5, while contextual content is supported by the majority of them.

Check out this NFL example of live video within the email:

NHL email

Regardless of the route you choose, using a video in an email for product and customer stories, broadcasting events or creating drip campaigns for various stages in the marketing funnel is a proven way to engage and grow an email list.

Use these best practices for a fool-proof video email:

  1. Notify subscribers that there’s a video in the subject line or email text by using a play button or thumbnail
  2. Use friendly faces in the screenshot of the video image
  3. Add a clear CTA in the video in the beginning, middle or end of the message to improve conversion rate
  4. Add subtitles, captions or text in the video for more video engagement

The Advertising Elephant in the Room

According to Cisco, by 2018 69% of all internet traffic will be video. Video advertising continues to swallow marketing budgets with 2.3x as many marketers investing in YouTube and purchase intent locking in a solid 97% increase from viewers that enjoy video ads. The CTR of video advertising trumps the CTR of any other digital advertising format, with YouTube holding the greatest video ad market share. As other social sites offering advertising like Facebook, Twitter, Snapchat and now Pinterest continue to invest in technology, marketers must ask themselves which social platform their audience is most interested in and how their content can offer engagement right away.

The Social Bandwagon Has Left

Video gained immense popularity thanks to YouTube, but the platform that most easily determines success of social media efforts proves to be Facebook, followed by YouTube. In fact, Facebook was rated as the most impactful social media platform 8.4x over other platforms. The latest figures show that people spend 3x more time watching a Facebook live video over a pre-recorded video, prompting Facebook to move Facebook Live videos higher in News Feeds.

Social media giants, Pinterest and Instagram, are not far behind in making accommodations as a result of the exponential growth of video consumption. Pinterest’s new video offering, “Promoted Video” is similar to their “Cinematic pins” as the video moves while users scroll. However, with “Promoted Video” videos can now be expanded to new tabs with relevant products listed below the content. Brilliant! Various research continually illuminates Pinterest users as an audience with the highest purchase intent, with people coming onto the platform to specifically look for ideas and inspirations on what to buy. See how the new movie, The Secret Life of Pets, used the promoted video feature on Pinterest to interact with their audience.

secret-life-pets-pintrest-video-scroll (003)

Earlier this year, Instagram started rolling out 60 second videos with the promise that users will soon be able to create multiple videos from various camera clips. This is big news for companies, helping them to highlight brand personality using short videos. Check out this example from Ben and Jerry’s:


The video is short, sweet and playful which fits perfectly with Instagram’s audience. The key is to keep the length short as users are most likely scrolling through feed and will only catch a glimpse of the message.

Plugging in the Missing Pieces: Analytics & Testing 

Undertaking a video marketing strategy is most likely worth it – if it’s done right. Depending on business goals and preferred platforms the best way to use video is relative. However, one-third of all online activity is spent watching video (Insivia), so how can digital marketers monetize this audience?

Generating positive ROI results means measuring, tracking and testing video content, strategy and user behavior. Data is at the heart of video’s success, but while views and clicks matter, analytics can’t always explain why people convert. But a UX test, CTA, time, video thumbnail and content test will. Marketers have also come to rely on heat maps – actual visualizations that designate where people scroll. The more traffic the video receives the more testing one can do.

Video content production whether for landing pages, emails, advertising or social media does have the potential to engage audiences and increase sales. Marketers that are ready to make the jump and start investing in creating a profitable video strategy can contact the BH strategic services team to learn more about using video in email marketing or schedule a FREE demo here.

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